Over the past couple of
years, there has been a new prevalent name in the fashion world: Amina Muaddi.
The
Jordanian-Romanian footwear designer has had a
rapid ascend to fame, causing a stir in the industry since launching her
eponymous brand in 2018.
اضافة اعلان
With a Jordanian father and a Romanian mother,
Muaddi’s interest in fashion was piqued during her formative years in both
countries. As with many fashion obsessives, Muaddi knew she wanted to work in
the fashion industry from age nine, drawing great inspiration from her mother’s
elegant fashion sense.
In order to prepare for a career in fashion, she
moved to Italy at 16 to complete her high school education before studying at
the European Institute of Design in
Milan. With a specific interest in shoes,
she later moved to Venice to study and learn from the master shoe craftsmen of
the area.
Muaddi has brought an expert level of innovation to
the world of footwear design, mixing contemporary fabrics such as translucent
colored PVC with embellishment aspects more akin to the Baroque period; her
designs are unique yet wearable. While her distinctive design style is what
gained Muaddi her numerous accolades, she arguably drew attention for her
trademark heel style — consisting of an innovative yet attractively utilitarian
flared base, funneling up into a classic stiletto.
Mainstream fashion retailers have sought to emulate
Muaddi’s designs, with wide-based stiletto heels being seen throughout the
local malls. If you have recently paid a visit to shops such as
Zara or Mango,
you will notice the flared heel’s wider prevalence.
It is not difficult to see why Muaddi’s designs have
gained such a cult following; in a world in which fashion lovers often must
compromise their comfort or confidence to adhere to the latest trends and
styles on the market, Muaddi’s shoes are designed to complement the way a woman
feels.
Every shoe is created with the wearer in mind,
imbuing them with a sense of empowerment, confidence, and elegance. Muaddi
herself has highlighted that her sole desire is to make women feel good,
focusing equally on the design of the shoe and the wearer.
Shoes and handbags have long been adored by women
worldwide; from Cinderella to
Carrie Bradshaw, the shoe has often played a
pivotal role in the lives and stories of women. Shoes are often transformative
for the wearer, instilling new levels of confidence and individuality, being an
accessory unrelated to body image or size.
Throughout history, shoes have denoted a person’s
wealth, political inclination, and tastes — transcending their primary
practical uses to convey personality and culture while being established as an
essential part of every fashion enthusiast’s education and wardrobe.
Interestingly, the love of shoes is not solely a
cultural one, the purchasing and owning of new shoes also stimulates chemical
responses in the body.
While speaking to Cosmopolitan Magazine, Fortune 100
branding expert Martin Lindstrom provided insight into the chemical effects of
buying shoes. He explained that the “happy chemical” dopamine is released when
we try on clothing and accessories, increasing in level until we swipe our
debit card — except in the case of shoes. He further elaborated, “Shoppers
rationalize shoes as a practical buy — something they can wear multiple times a
week — so they hold on to that pleasurable feeling longer”.
He also highlighted that shoe purchasing stimulates
the prefrontal cortex of the brain, also known as the “collecting spot”,
driving shoe lovers to develop their collections while receiving an adrenaline
rush in the process.
Muaddi has undoubtedly capitalized upon the
collector’s nature with her designs and collaborations, releasing collections
in tandem with
Rihanna’s brand Fenty, and classic lingerie retailer Wolford.
Each collection released by Muaddi has drawn upon a breadth of historical
references; her diamond brooch-like embellishments hark back to the opulence of
the 18th Century French court, whereas her usage of white PVC mega-heels
provides a strong reminder of the 70s.
In a world of fast fashion and rapid turnover, her
unique designs and expert manufacturing techniques distinguish Muaddi from the
average shoe retailer, ensuring her designs will last for generations. Drawing
influence from her international upbringing and early dedication to fashion,
Muaddi will likely keep distinguishing herself from the crowd, continuing to grow
in popularity.
Without access to
luxury fashion and working on a
lower budget, it can sometimes be hard to experience the indulgence of expertly
crafted accessories such as those designed by Muaddi.
As someone who has always sort to work in fashion, a
pair of Amina Muaddi shoes is certainly an aspirational purchase to be enjoyed
at some point in the future. However, for now, I will have to make do with a
pair of Zara heels that pay homage to her brand.
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